Finding Your School’s DNA

Jeff Kallay, TargetX

Your DNA isn’t your Brand

It’s much simpler

Your DNA is the authentic

sense of selfThat connects with more best fit students

Authenticity

“We are searching to get agrip on what counts for

people in their personal and business lives.”

Pine and Gilmore’s website

1980’s1990’s2010’s

Marketing

Branding

Authenticity

History of Higher Education Recruiting Trends

I’m an OK lover, but afterwards I like to snuggle and talk. Me too!

AUTHENTICITY

Brands are Mirrors.

Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.

“I visited and it felt right!”

AuthenticityThe new consumer demand

“America has toxic levelsof inauthenticity.

Time Magazine Report

InauthenticityThat is the fundamental problem with advertising: it’s a phoniness

generating machine.

InauthenticityThe easiest way to be perceived as phony is to advertise things

you are not.

InauthenticityMost higher education marketing

renders inauthenticity

Brands are Mirrors.

Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.

The MirrorExercise

Take a deep cleansing breath1. Look in the mirror

2. Write down five words that describe you3. Look in the mirror again

4. Write down five words that describe you on a good day

Now think about your school1. What students would you replicate?

2. Write down their names3. Write down adjectives and adverbs that

describe them4. Pick Two - create a hybrid baby

Edit your words1. Come up with five words that describe

your hybrid baby2. Write them down on a separate piece of paper

3. There’s your DNA4. Does your marketing “reflect” it?

Your DNA1. These words should be the filter with which

all recruitment marketing touchpoints2. Be authentic to it

3. Own it

“Average Students Thrive Here”

VulnerabilityVulnerability isn't a word that shows up on lists of ingredients for business success. Here's why it should: Without the willingness and ability to be vulnerable, we simply can't build deep and lasting relationships in business and, come to think of it, life.

“Vulnerability is often seen as a weakness; it's actually a sign of strength. People who are genuinely open and transparent prove that they have the confidence and self-esteem to allow others to see them as they really are, warts and all. There's something undeniably magnetic about people who can do that.” Businessweek

Keep It RealVulnerability isn't a word that shows up on lists of ingredients for business success. Here's why it should: Without the willingness and ability to be vulnerable, we simply can't build deep and lasting relationships in business and, come to think of it, life.SACAC 2008 Survey of 200+ high school seniors

“I believe that imperfections show character. That's what I

was looking for in a college. A school that seemingly has

no flaws during a one hour information session (or tour)

not only stands out negatively, but it comes off as bland

and ordinary.” Read the complete survey results Password: sacac

Finding Your School’s DNA

Jeff Kallay, TargetX